Lay It On Thick
Concepting, Art Direction, Design Execution
Updated December 2012
Spoon in the Cup Installation
As a play on the popular "Sword in the Stone", these installations will be placed in high traffic areas allowing a person to try and pull the spoon from the cup to demonstrate the thickness of Dairy Queen ice cream.
Blizzard Rockwall Installation
Ice cream thickness is illustrated by comparing candy pieces to footholds; the ice cream is so dense that candy stays in place from top to bottom of the Blizzard.
Brick Wall Installation
To subtly demonstrate the thickness of Dairy Queen ice cream, grout in brick walls around cities are modified to look like a Blizzard.
Copywriter Jess Hornyak